According to Google’s numbers, 40% of users tend to leave websites that takes more than three seconds to load; mobile pages currently take at least eight seconds to load. Pinterest’s results show a significant jump in performance and may just be the ticket to get users to consume more content via mobile devices.

Google has already brought in publishers and advertisers who will start creating content and supporting AMP in their platforms in early 2016. The company will continue to find more technology partners, platforms, and content creators in the weeks to come.